FC Cincinnati's fans were rocking and singing at Woodward Theater at 1404 Main St. in Over-the-Rhine, and the noise they created could easily be mistaken for match day in The Bailey section of Nippert Stadium.

Confetti rained down. Beers sloshed about in a standing-room crowd. The air was thick with excitement for yet another memorable moment in FC Cincinnati history Monday night.

The only thing missing was a soccer field and a completed MLS roster, and those things will come soon enough.

A capacity crowd at Woodward Theater feasted on the reveal of FC Cincinnati's newly-released brand and crest – the most visible aspect of any soccer club – which was confirmed and released to the public for the first time at the ticketed event.

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Team owns Carl Lindner III makes a speech during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Newly branded merchandise is under wraps until after the announcement during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans gather ahead of the announcement during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans play FIFA 19 as they await the announcement during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans pull out their phones to capture the a video announcing new designs during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans line up to purchase new team apparel during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

General manager Jeff Berding introduces team owner Carl Lindner III to the stage during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

General manager Jeff Berding prepares to unveil the new design during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans pull out their phones to capture the a video announcing new designs during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

General manager Jeff Berding raises a newly branded scarf during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

General manager Jeff Berding unveils the new team crest during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Confetti flies as the new team crest is unveiled during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Confetti flies as the new team crest is unveiled during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Team manager Alan Koch thanks fans for their support in the team's path to Major League Soccer during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Fans cheer on team owner Carl Lindner III during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Team owns Carl Lindner III makes a speech during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

Team owns Carl Lindner III makes a speech during an event to unveil FC Cincinnati's new MLS branding at the Woodward Theater in the Over-the-Rhine neighborhood of Cincinnati on Monday, Nov. 12, 2018. Sam Greene/The Enquirer

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The night also saw the relaunch of FCCincinnati.com, and the appearance of an FC Cincinnati crest at the top of MLSSoccer.com for the first time.

As expected, the new crest was the one that leaked out last week and was widely circulated on Cincinnati social media channels.

It features various subtle nods to the City of Cincinnati's German heritage and other recognizable aspects of the club.

"We have some amazing brand firms in Cincinnati," FC Cincinnati President and General Manager Jeff Berding said. "We interviewed several firms before we decided on Interbrand. Their work with Juventus was very motivating... It was fun in that we got to involve a lot of our supporters.

"It was a very fun project because a lot of people got to be involved who have real passion for the club."

FC Cincinnati's now-outdated crest was ubiquitous in the Cincinnati professional sports scene, but the club self-identified some issues with its branding. All of those issues were addressed and enhanced by the new crest, Berding said.

"That (old) crest was enormously popular," Berding said. "The first sort of fundamental question was, 'are we going to (have) a revolutionary change or an evolutionary change?' We felt very strongly that there was such enormous support for our original marks that we wanted to pay some homage to that and improve what we built. As we worked through that process there were different iterations, yeah.

The design of the crest was aided on the club side by Amir Shemony, the team’s vice president of marketing and consumer products.

FC Cincinnati, which shed its former proper title “Futbol Club Cincinnati" and took on the name "Football Club Cincinnati," partnered on the brand marks and designs with Interbrand, a globally-recognized brand consulting firm.

"The process was so much fun," FC Cincinnati principal owner Carl Lindner III said. "With the supporters involved and the creativeness of Interbrand and the guys that we were working with here in Cincinnati and loved the initial shape and especially the boldness of 'Cincinnati,' because that's who we are. And when you understand all the details that went into this brand – you know, the three points on the (lion) wings being the three years (in USL). I don't think there's another sports brand that is as well thought out on their logo where there are so many meaningful little aspects of the logo. I think it's so cool."

Staging the event at Woodward Theater was symbolic, too.

Some of the biggest occasions in club history have unfolded at the venue, including the Don Garber town hall in November 2016 and the June 2017 unveiling of the club’s original stadium concepts.

Following Monday night's program, FC Cincinnati souvenirs went on sale and there was a rush on several items among those gathered at the theater.

FC Cincinnati's new crest, as explained by the club:

FC Cincinnati, a name that immediately resonated with the region and took hold both nationally and internationally, remains. However, the words from which “FC” is shortened have changed. “Football Club Cincinnati” – the team’s full written name – will take the field in MLS. The name is to be shortened to FC Cincinnati on first reference. “FCC” is acceptable on second reference, as is “FC Cincy” if necessary. “FC” is not an acceptable reference at any time.

NOTE: The much-speculated name Fussball Club Cincinnati – or Fußball Club Cincinnati using the German character – is the formal, legal name of the club and its business units. It is not to be used in any sporting references to the team, or in any public discussion.

The Colors

FC Cincinnati’s familiar “Orange and Blue” color scheme remains as the club moves to MLS, but now they’re brighter and bolder.

The club’s new Orange (PMS 021) and Blue (PMS 287) pop more, with the secondary colors of Dark Blue (PMS 282), White and Grey (PMS Cool Grey 4c) added to help amplify what is a unique color palette in soccer.

The Logos

The new FC Cincinnati crest was developed as a representative of the city. Inspired by Cincinnati – itself a city on the rise – the crest highlights the region’s German heritage in a modern manner. The winged lion has been carried over and has taken a more prominent place on the shield. It is bolder, stronger and ready for battle. It represents the club’s winning spirit, while its crown pays homage to the Queen City.

The seven points on the lion’s mane represent the seven hills of Cincinnati, while the wings’ three feathers highlight the club’s three-year journey to MLS. Curved into a “C”, the lion’s tail is another nod to Cincinnati.

Featuring the club’s two new primary colors, the crest also introduces the accent dark blue and it helps provide emphasis against the white background to further emphasize the word “Cincinnati.”

The team’s new wordmark is a familiar update on the team’s original mark. Still an orange and blue combination on FC Cincinnati, the crown remains firmly affixed atop the “C” in Cincinnati – again, a nod to the Queen City. Written straight out with no breaks or punctuation between letters, the FC moves straight into Cincinnati to show the club’s direct connection to the city.

The club’s new secondary mark is the stylized FCC from the full wordmark, while stand-alone tertiary elements will eventually include the full lion from the crest, the lion’s head and mane, and the crown. Those elements will be introduced more prominently in future years as the brand gains traction in the marketplace.

The Taglines & Hashtags

FC Cincinnati has introduced two new taglines to represent the club’s ambitions and goals, and has cemented a long-standing term as an official team reference:

Ignite and Unite
Now and Forever
The Orange and Blue

“Ignite and Unite” reflects the passion and energy of our club to inspire people to connect and join together. As witnessed in the club’s first three years, FC Cincinnati’s fan base is magically diverse and has connected different communities – demographic, socioeconomic, geographic, ethnic, etc. The club has become a rallying call for people to forget their differences and come together to support a singular subject as one.

“Now and Forever” not only captures how FC Cincinnati has arrived here at MLS, but it also conveys how the club will continue to strive for more and aims to continue its momentum in galvanizing the region behind a common source.

“The Orange and Blue” has been used by the club for much of its early history, but now the nickname is solidified in the brand as FC Cincinnati moves to MLS. It is an acceptable second reference to the club and the team, as well.

In terms of official club hashtags, #IgniteUnite will now be integrated as an official club hashtag, in addition to #FCCincy, which the club has used since its inception.

When using emojis to represent “The Orange and Blue,” the orange and blue diamonds – either the small or large versions – are acceptable with the orange emoji first, followed by an ampersand and then the blue emoji. (Examples: 🔶&🔷, 🔸&🔹).

Club Values

The new MLS identity was built on the foundation the club laid in its first three years in the country’s second division, and honed to reflect the club’s vision for the future.

The MLS brand will help FC Cincinnati write a new chapter in its story and is focused on four core values:

Inclusivity
Openness
Commitment
Passion

The club’s values are evident from the field, up through the stands and into the club’s business initiatives. FC Cincinnati is a safe haven for all, no matter a person’s background, resources or identity.

We are open and honest to our fans and our community, transparent in all we do – whether it’s the easy road to take or not. We will not shy away from hard topics, but rather embrace the opportunity to educate and establish who we are.

We are committed – not only to winning – but to providing the best experience and relationship to our fans and supporters. Our desire to better our community, both at micro and macro levels, is evident. As we begin construction on our new MLS stadium in Cincinnati’s West End neighborhood, we’re dedicated to using our influence and resources to build and enhance the community in that neighborhood, as well as the Greater Cincinnati region as a whole.

Finally, passion should be evident in all we do. Whether it’s on the field, in the stands or in our day-to-day business in the community and with partners, a fervor for FC Cincinnati should be reflected at all times. There is no better representative for our club and its culture than a positive and energetic experience in anything in which the club is involved.

The Club Story

The new FC Cincinnati brand identity was forged from the club’s three-year trek and its desired path into the future. Part of that was articulating the club’s nascent history and the legacy it wants to set in the city and region.

Out of that came the detailed Club Story below, which will immediately bring readers inside the FC Cincinnati experience and offers dramatic homage to the club’s rise and what it stands for as it moves forward:

There was a rumble. Then a rising. Now a resounding roar. From the streets to the stands, there’s an unstoppable, undeniable energy that is FC Cincinnati.

Rooted in the Queen City’s rich heritage, and built with the hearts and hands of our own community, we are united through the joy of our sport.

Relentless in our pursuit. Fearless in our vision. We’re in this – together.